From the archive: This episode was originally recorded and published in 2020. Our interviews on Entrepreneurs On Fire are meant to be evergreen, and we do our best to confirm that all offers and URL’s in these archive episodes are still relevant.
A former corporate slave, Chala Dincoy is the CEO of The Repositioning Expert. She’s a Marketing Strategist who helps B2B service providers reposition their message to successfully sell to corporations.
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Resource
Master Your Elevator Pitch and Niche with Chala – Check out Chala’s free training!
Chala’s Email – Feel free to reach out to Chala.
3 Value Bombs
1) The biggest mistake of a business is not pivoting to the new market needs and resisting packaging their wisdom to sell online.
2) The best way to stand out is to super-niche.
3) The #1 way to differentiate in the pandemic – or before or after or without a pandemic – is to super-niche.
Sponsor
HubSpot: Learn how HubSpot can help your business grow better and get a special offer of 20% off on eligible plans at HubSpot.com/eof!
Show Notes
**Click the time stamp to jump directly to that point in the episode.
Today’s Audio MASTERCLASS: Social Distance Marketing: How to Thrive in the Crazy World of Self-Isolation with Chala Dincoy
[1:34]– Chala shares something interesting about herself that most people do not know.
- She used to sell cemetery property as a teenager.
[3:16] – What are some of the biggest mistakes that are paralyzing small businesses right now?
- The biggest mistake of a business is not pivoting to the new market needs and resisting packaging their wisdom to sell online.
[6:01] – What is going to be the hardest thing for small businesses that need to go online?
- The hardest thing is standing out amongst the millions of free and cheap offers in a reduced spend pool.
[8:15] – What is the best way to stand out?
- The best way to stand out is to super-niche.
- Chala has helped several businesses to super-niche. Some examples include:
- An IT company super-niched into on-hold rescue for healthcare call centers, where they reduce the wait times.
- A generic marketing strategy company super-niched into helping food manufacturers get listed, and stay listed, in grocery stores.
- A wealth adviser super-niched into helping divorcing-women maintain their lifestyle after the divorce.
- A leadership coach super-niched into a decision-making coach for manufacturing firms.
[11:16] – JLD also shares an example of a business that super-niched to stand-out.
- A restaurant holding an online cooking show.
[12:55] – A timeout to thank our sponsor!
- HubSpot: Learn how HubSpot can help your business grow better and get a special offer of 20% off on eligible plans at HubSpot.com/eof!
[15:52]- How can you tell if a business has a good niche?
- Chala can tell if a business has a good niche from hearing their elevator pitch when they introduce themselves.
- She grew her own super-niche to help small businesses fix their elevator pitches.
[18:17] – Chala shares how she helps small businesses figure out their niche.
- She worked for big companies for 20 years. Her job was to figure out the company’s positioning, target market, price point, and messaging.
- When she left the corporate world to focus on small businesses, she thought of a way to put together all her learnings from the corporations she used to work with.
- She now does research that is strategic, systematic, and fool-proof for her clients.
[20:14] – Chala shares a few more examples of businesses she has helped
- An ad agency for strategy and design pivoted to get leads online for food service manufacturers 10 times faster than sales staff.
- A translation company pivoted to become known as the fastest translators of other languages.
- A pre-employment company pivoted to have a quick track process that is 30% faster than others.
[22:04] – Chala helps JLD polish his pitch.
[25:45] – Chala’s parting piece of guidance & Call to Action for Fire Nation
- The #1 way to differentiate in the pandemic – or before or after or without a pandemic – is to super-niche.
- Master Your Elevator Pitch and Niche with Chala – Check out Chala’s free training!
[27:37] – Thank you to our Sponsor!
- HubSpot: Learn how HubSpot can help your business grow better and get a special offer of 20% off on eligible plans at HubSpot.com/eof!
Killer Resources!
1) The Common Path to Uncommon Success: JLD’s 1st traditionally published book! Over 3000 interviews with the world’s most successful Entrepreneurs compiled into a 17-step roadmap to financial freedom and fulfillment!
2) Free Podcast Course: Learn from JLD how to create and launch your podcast!
3) Podcasters’ Paradise: The #1 podcasting community in the world!
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